JCPenney to Scrap New Logo, Return to Classic Version

Company research shows overwhelming preference for old logo

JCPenney (JCP) is going back to its old logo after much backlash over the ‘jcp’ logo that the company introduced in early 2012.

Adage reports that the company is returning to the red ‘JCPenney’ logo and getting rid of the ‘jcp’ logo that resembled an American flag. Kate Coultas — a spokeswoman for the retailer — said that JCPenney is committed to appeasing its loyal customers who are more familiar with the old logo.

The company has been returning to its roots slowly by reintroducing St. John’s Bay and other popular brands and now its logo is coming back. Coultas said that JCPenney’s research revealed that there is a massive preference for the old logo among the retailer’s customers. She added that it symbolizes a company that has been serving America for over 100 years.